Crafternoon delight in Mind

Our partnership with Mind continues to grow. With lockdown putting the brakes on traditional doorstep and in-person fundraising, we were tasked to help the mental health charity make up for lost opportunities during lockdown.

The Challenge

Our relationship with mental health charity Mind stretches back a number of years, with Linney supporting their fundraising endeavours via print, marketing, direct mail, warehousing, fulfilment and logistics. We’ve also worked collaboratively with Mind on their Crafternoon mass participation fundraising packs, by supporting with production of collateral and fulfilment.

However, like most areas of society, the Coronavirus crisis has hit charities particularly hard. Fundraising opportunities effectively dried up overnight due to restriction of movement – and charitable giving took a backseat in a time of great economic uncertainty. Countless campaigns across the spectrum of UK charities were put on hold as a result, including the Crafternoon campaign which was scheduled for the summertime.

Drawing on the successes of previous campaigns, we set to work on creating fundraising packs that would create intrigue and inspire fantastic fundraising in time for the pre-Christmas campaign launch.

The Approach

With the spirit of each Crafternoon bringing fundraisers together for an afternoon of folding, stitching and sticking, Mind and Linney came together to create a pack that would work in-person and in a virtual setting.

Following research by Mind, it became clear that many of the fundraisers appreciated the packs arriving in a physical form – so a lot of effort was put in to ensuring each pack was tactile, user-friendly and environmentally conscious. The pack contained organisational collateral to raise awareness, literature for the charity and a range of instructional guides helping participants to take part in getting crafty for the afternoon – whether it be in the living room, or meeting other fundraisers through Zoom.

Using specialist techniques from pack re-engineering and fulfilment, the packs saved on labour, materials and potential exposure to Coronavirus through mechanical enclosures.

The Results

Taking advantage of our existing partnership in terms of print, direct mail and logistics, we’ve since picked, packed and dispatched thousands of packs to those taking part in the Crafternoon on the 5 December ­– all while following the safety guidelines borne out of necessity following the public health crisis. The packing and manufacturing approach not only saved time and exposure, but the cost savings also amounted to a remarkable 17% per fundraising pack, in comparison to the last campaign that was run in the previous year.

“The team at Linney have been incredibly helpful and supportive in the build up to Crafternoon this year. I really appreciate their understanding of challenges facing fundraising, and their hard work and collaboration making sure our costs stay as low as possible without compromising the supporter experience.”

Vicky Urquhart, Senior Community Fundraising Officer, Mind

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